Ref: IMD-7-2164

Case study

Reference: IMD-7-2164

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Sam100: Will construction robotics disrupt the US bricklaying industry ?

Dominique Turpin

By Professor Dominique TurpinDominique Turpin, Douglas Quackenbos and Martin S. Roth

This case explores the marketing challenges that a robotics and automation technology start-up faces in the construction industry.

A recommended framework for analysis is Rogers’ Diffusion of Innovations (see suggested complimentary reading by John T. Gourville).

By applying the analysis of the adoption curve, students can work through the process of diagnosing what might be impeding sales of the SAM100 and then identify which market segments, targets and positioning strategies will help accelerate the adoption of this new innovation in order for it to progress through to a robust product lifecycle.

Learning Objective

  1. Robotics and the fear of job loss.
  2. Diffusion of innovations
  3. Branding and naming
  4. Business to business customer value and benefits
  5. Commercialization
KeywordsAutomation, Branding, Business to Business, Differentiation, Disruption, Innovation, Marketing, Positioning, Robotics, Target Marketing
SettingsUnited States of America
Construction Robotics, Construction and Engineering
2017
TypeField Research
Copyright©2020
Related materialTeaching note
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Reference: IMD-7-2164

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Case study

Reference: IMD-7-2164

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